What is good marketing collateral?

Updated: Apr 12

Why do you go to work each day? I’m sure for the same reason your customer persona goes to work each day: to make money. Does your marketing collateral clearly and concisely explain how this is possible? Or are you relying on wordy features because the product marketing and R&D teams insist that’s the way to go?


If you get pushback with all the reasons why each feature must be included, you have a convincing answer: Your customer persona is under increasing pressure to generate greater revenue, and only value messaging not features clarifies this vital business driver.


Value messaging launches the sales cycle effectively because the persona will understand immediately why he or she should work with your company instead of competitors. You’ve given him or her a reason to care. You’ve answered the question, “What’s in it for me?” from the persona’s perspective.


Begin a new marketing journey in print, on the web, and in video. Create conversational content in the active tense with value proposition messaging, which is the clear path to how your product, service, or technology makes money.

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